In the past, executives were privy to more information about their company’s products and services than any other stakeholder. The advent of social media, however, is compelling executives to adapt their role in order to remain knowledgeable and competitive in the market. Some of the largest B2B discussions are now taking place online through social media outlets like LinkedIn, Pinterest, Facebook, SlideShare and Twitter.

Digital business has evolved rapidly over the last decade. From the early days of companies establishing websites as their digital storefronts to entire departments focused on building and maintaining online communities, digital continues to change and evolve as a core business function. In particular, the new digital business landscape has forced sales teams to evolve to stay in tune with a rapidly changing sales environment.

As a B2B business owner or CEO, you face unprecedented challenges to your success in the marketplace. Customers are confused. Competition is fierce. Markets are saturated with products and posturing. Today’s innovation becomes tomorrow’s commodity. And the uncertain economy presents a triple threat: It undermines customer confidence, increases the risk of new investments, and makes it easier for lower-cost producers to undercut your position. In addition, challenges within your own organization also exist -— often driven by silos and divisions that make enterprise-wide change difficult to implement.

One of the most important factors essential to an effective business strategy is understanding and planning around the owner's personal objectives. Sometimes, the owner is motivated by a desire to create new products or innovations. Other times, it's about creating a legacy that can be left to future generations, or building the business into an asset that can command a high valuation at exit. Sometimes the owner has no clear idea of what their personal objectives are. And sometimes, the owner expresses the desire to position the company as a lifestyle business.

As an international healthcare professional with more than 25 years of experience, Jim Marinucci has a clear vision for new strategies that can improve the delivery of care to a diverse range of patient populations. As the CEO of Via Medica International, he is implementing that vision at the cutting edge of innovation. We recently interviewed him at the City Club of Washington to learn more about his approach and accomplishments.